In 2018, X.ITE conducted a research project named “Fueling go-to-market: rethinking fuel retailing in the digital transformation era”. Since 2005 Archigia has carried out research and development activities for new service station formats designed for urban and extra-urban environments. The main goals of the study conducted in 2018 by X.ITE research center were:

(1) to enhance the level of knowledge of the demand, its needs and interactions with new omnichannel communication technologies, tools and models;

(2) the experimentation of new combinations of on-site and digital services, instrumental in enhancing the consumer experience and fueling a differentiation positioning strategy;

(3) to develop an evolutionary path in line with the ongoing digital transformation.